The market I work in is a few hours away from New Orleans and Mardi Gras is a big deal here. (In fact this city has the second largest celebration in Louisiana behind N.O.)
I have a client, a wine bar, that's throwing a related Masquerade Ball. They want one of our stations to be involved, however it's less than two weeks away. To muddy matters even more, they are working through a local "marketer" who's known to have a bit of a "diva" attitude. Upon speaking with him about the event he said "if your involvement is going to be based strictly on us paying you to have someone come out, then it's probably not going to happen".
I obviously want to incorporate a giveaway package (tickets, perhaps a costume rental or limo ride to the event, etc.) but of course, he'd have to pay for a remote and he made it clear any time I said the word money that he was going to be a tough cookie.
Has anyone had to deal with a third-party (besides an agency) like this? How do you handle it?
Also, any other useful ideas for a promotion?
Any time you have a third party like this you're pretty much screwed unless you can figure a way for the promoter to make money. He/she sees you as a threat to his/her budget. Maybe offer a partnership with the company? They get free on-air mentions for "allowing" your remote. Appeal to their egos.
Thanks for the reply.
Yeah I thought about offering a trade situation where we could do something, but we don't do remotes without cash payment. So I can do a giveaway or something but he isn't going to get a remote for nothing. I'd lose this job just as fast as I got it lol. I really want to work with the wine bar because they've only been open a few months yet every even they've done so far has been HUGE and when they do decide to advertise they're going to be a good account AND the owner owns other local businesses that nobody has been able to close, so that would be a good opportunity.
Remember that your client is the wine bar. You do not want to alienate the 'marketer', but he should be working for the client who should be able to give him direction rather than the other way around. If you have to end up playing hard ball you may have a tough time working with this 'marketer' in the future, but if you play with the kiddie gloves on you might not get anywhere with him either.
Can you get a sit down with both of them together?
You might think of putting together investment vs. value comparison, like here is the little that you are paying, and look at all we are bringing to the table and here is the face value of it all. Have that at the sit with both of all parties that are decision makers. tough part here is you are advertising by committee, not fun. If you are not able to get a sit down with both of them in a very timely manor, make sure you e-mail that to the client with a 'here is my proposal to your request' type of message and cc the marketer. This way you are taking care of your part of the job and keeping both parties in the loop.
But remember your loyalties lie with your customer. If you are getting nowhere with the 'marketer', let them know right up front the situation and ask your client to set up the sit. By asking for their help, often times a client may feel like they are on your side because they are helping you.
you're marketing their event and product to help make it a success and bring in money. Just like he wants to make money on the event, you and your stations are to make money by promoting it. Advertising isn't free, its an investment. Without advertising (and paying for it) their event will not be successful. Maybe they are having a hard time seeing the value of radio and your product?
It sounds like there is a lot of legwork to do, in very little time, with little or no reward at the end. I would pass on this and work with clients who are helping me meet budget.
They need you FAR more than you need them. HOLD value to what you bring to the table. If he is unwilling to pay then walk away...he will be back. If you do it for free, or discount then he will always think that is what will happen. So him the VALUE of what you bring and hold firm. If he doesn't see the VALUE, then you need to show him that you do. Just my two cents, but I would not let HIM devalue your product.
From what you described, I would walk away or give it to our promotions department. Unless there is an exchange of money, either now or in the future, it's not really a good use of my time as a salesperson whose job is to bring in money.
Renee, if this media buyer is not willing to pay for advertising move on. Fire him! You have good ideas, and concern to move the needle for your clients, sounds like this guy simply wants what you have for free. The world is filled with this sort of ingrate. Sell some advertising to someone that can appreciate you. As a last ditch effort attempt a wine tasting on-air. You could also host a cyber remote. Cyber remotes can work well, and require no Talent on site yet provide urgency, and incentive. Still requires an investment from client, though.
Yes! I have worked with many clients like this, they give you less than enough time to plan a campaign, so that you end up putting something together super cheap for them.
I personally, don't work with last minute planning. If I can't do it right, I'm not going to do it, because you'll lose the client anyway. And any client that tells me he doesn't want to pay anything for my audience, is not a client I choose to work with. There are too many more out there who will. But that being said, I don't know the whole situation here.
You might want to check and see how much money he is spending in the market.
IF, you have another client, that you could pair with this promotion, (maybe the limo company, or costume company?) you could Use a promotional spot of :60, and pin both clients name to it. This will keep cost down for them, without raking your boss over the coals, and making sure you get paid for your hard work (because last minute events ARE hard work to make successful).
Hope this is helpful!
Rebecca
This is a situation where you can't win. I'd say leave the "diva" in the dust. Surely this wine bar is not the only game in town. How about finding another club/bar/restaurant business in your market who may be doing a similar event ..or give them the idea for the event and offer a package with the add-ons you suggested..costume, limo, etc. put it together with a price and go see them. Some businesses and some people aren't worth wasting your time on. You have something valuable to offer...go sell it!!
Thanks for replying. The funny thing is he specifically mentioned that they have socially networking down but he's missing the value that radio brings!
Yeah that was my dilemna! I didn't want to alienate him or make it seem like I was trying to "push him out of the way" since they did involve him in the process.
I am going to contact the owner directly again and see if I can't schedule a sit down with the two of us.
If I only had two weeks to put something together and there was resistance to your proposal for a remote then I might suggest the following:
In the UK Masquerade Balls are all about the mask and the fun of dressing up. You could create a campaign which incorporates digital/social media such as Instagram. The station solicits photos which can be published on the station's website (and possibly the customer's site). Also, or separately, you could promote the event and run spots to draw in and highlight other non-competing businesses - limo hire, costume hire, etc. and they become the revenue source for the campaign.
I would never do a remote or a competition (with client-supplied collateral) without a fee. It sets a dangerous precedent. Good luck :-)
Rebecca,
That is a great idea of pinning another' clients name. I am going to try this as well.
And I'm quickly realizing that "rush" events and promos aren't for me. However, my boss seemed rather excited about this and so I'm trying to make it happen but I'm probably going to try to stay away form these here on out.
Hi Renee,
The big problem with creatures like this is they like to play "god" and expect you to make offerings of ideas which will then be evaluated by their omniscient wisdom. In short, it is a fool's errand to waste your time bringing ideas to them. The ONLY way I have ever had any success is to put the ball on their side of the net. Something like:
"Well, I am sure with all your experience [avoid sarcasm and at least appear sincere] I am assuming you have some suggestions of how we can serve the best interests of [client]." The key here is to toss that out and bite your tongue -- next person who talks loses. Notice how this REVERSES your roles; YOU are now in the position of evaluator; and he/she is now in the position of proposer.
Follow up any suggestions with additional QUESTIONS such as, "How will that promote..."; "Why do you think that is...", etc. Make them defend their ideas and get it all down and clarified.
Not only does this save you time and frustration; if [wonder of wonders] they actually DO come up with something that works, etc. you can share in the glory [after all, you collaborated]. Conversely, if it fails you are nicely distanced [after all, you deferred to he/she's wisdom].
Either way, your client relationship remains intact, and, perhaps more importantly, your sanity as well.
Just some thoughts from an old boardroom wars veteran...
Hope this helps...
Carl Street
Hi Renee,
There are a few flags that come to mind..... either this third party does not value your product (in which you need to do some work there, sorry) or he's seeing who will give in to a free ride. The first question that comes to mind is how strong is the actual client as an advertiser for your station? Have they been a consistent advertiser or are you cultivating them? Either way, if you see them as solid for you in the future, giving a free remote can be a show of good will. However, you would have to be very strong with them as this being a one time thing, "because you value their business". And, very important, show them the value of the remote on paper! If you have testimonials from other clients on how well your remotes have worked for them, these are great to throw in the mix as well. Let them know how valuable you really are! Remember, they need you or they wouldn't be asking in the first place!
If giving a free broadcast is out of the equation, why not get your own 'third parties' to pay for the broadcast? This could be one of the wine brokers the company deals with, the costume shop and limo service you had planned on getting involved anyway! Who knows, perhaps there might be coop money from the wine broker??? Split the cost of the remote two or three ways can be an affordable way for these other companies to get a lot more exposure. Of course, their names need to be all over the promo's, on the broadcast itself. But make sure the client is aware and would agree to their involvement in this way.
This may be a dumb question, but is the client planning on a costume contest? If not, that can be something more for the promotion from the station with prizes from other advertisers who might want to jump on board. Or/and costumed talent contest.... a Mardi Gras can have a real hoot of talent categories! Now that would be a show! Just let your imagination go wild on that one!
Feel free to e-mail me, I would be glad to help you get this client to love you!
Renee Beebe azadlady@msn.com
Sales Manager
White Mountain Radio
KRFM, KSNX, KZUA, KZUZ, KVWM, KDJI
I'd approach this from an Added Value perspective. With a few No Charges if permissible from management - make them 12a - 12a. Show him the regular rate of these spots. As well as the promotional announcements which come along with the remote. 2 weeks is just enough time. I usually do 15 to 20 and if you can add a 5 minute interview that'd be icing on the cake too.Get the ' diva ' in on a conference call and say ' Hey. We have cost to run a business just as you do. I'm going the extra mile to give as much beyond the dollars for you and us. But I can't budge on the cost. You can see I want to do this campaign with you. The value it has is we give you the opportunity, with our radio station to brand this event during Mardi Gras by telling people who you are and why they should spend time and money with you instead of the other events. Branding this even will incredible for you!
After I've given some time and attention to deals like this I make a decision when to walk away. Next year, your station does something like this. Sell local vendors into it - good NTR Money!
Urrgrh... OK, I'm probably not going to be much help here, but I'm going to vent anyway.
Divas are only divas if we let them be.
Tell them to pound sand, walk away, and go sell your remote to one of their competitors.
Then, send your sales mgr or GM to the BUSINESS OWNER for a little boss-to-boss talk. Explain to them that you were not in THEIR business promoting their event because their tough cookie marketer didn't give you enough lead time to prepare the promotion and was too difficult to work with. Tough cookie marketer doesn't do his job, and doesn't get hired again.
Lets understand why this third party gets hired...
The business owner wants a one-stop solution to marketing their promotion, doesn't want to have to handle all the marketing details, because they're handling all the in-house details of the actual event. BUT... they want their favorite station at their event, and they don't want any hassles.
Marketer gets hired to provide the "most bang for my buck", which means he takes the agressive position that says "if you want to see any of this money, you'll give me lots of value added". It's the marketer's job to get the most for the least. They become the Bully in the schoolyard.
When I bought my own stations 19 years ago, one of the first and hardest lessons for me to learn was that it's OK to walk away from bullies. It's not that I don't do added value sometimes, but I also chose not to do business with some accounts because regardless of what I give, they want more. And next time, more again. Walk away. It's OK. but make sure the business owner, the decision maker, knows why.
Dennis Switzer
Douglas Broadcasting
KKTY AM/FM / KKTS AM/FM
Douglas/Casper, WY
Acadiana! Worked in Lafayette with KTDY, et al in the 90's....
If you have any relationship at all with the wine bar people or even a contact then copy them on everything you give the marketing diva. This makes you appear cooperative and helpful - even if the diva does not bite on your package. At least you can then work forward with the wine bar management. This situation is not about the diva at all - they come and go. It's about getting either this sale and/or the next from this client. Be positive. Be proactive. Be - realistically - prepared to just say 'no, we can't do that' on this round. Mardi Gras comes every year!
Consider taking something to them that is NOT a remote. Remotes are expensive because you have to leave the building and run a talent fee. We do an alternative we call Business of the Day - for 24 hours straight we run 1x :30, 1x :10 and 1 live mention per hour. Because we don't leave the building the cost is 2/3 that of a remote but provides continuous exposure for the 24-hours up to the event or cutoff for tickets to the event. 24 hours can be noon to noon, midnight to midnight, 2p to 2p - whatever. Includes RDS. We offer this package as a stand-alone 24-hour thing, as the 24-hours plus 28x :30 pre-promotion and the 24-hours plus 65x :30.
I am curious having lived in Acadiana, tho, as to what limits of success there may be with this event at a wine bar... ? They serve wine only?
I've heard a lot of folks say sales is about building relationships. So, build a relationship. Sometimes building a relationship means being a turd to the person who is being a turd to you. Jan Livan was right. Do your good deeds, be present at the event, but on someone else's behalf. Take your coolest DJ, give away some of your best prizes and be on the air a lot. When, not if, when, that diva comes around, be pleasant, but busy, and have very little time for that person. And all of your on-air mentions should open and close with how great your client is, with their address, website and/or phone number. The wine bar owner will wonder why that remote wasn't theirs. (In news, if source A wants to be a big pile of poo and doesn't want to talk, treats journalists like garbage, reporters go to source B & C, and A's side of it gets left out. And trust me, they notice.)
I would walk away and focus on building a relationship with another wine bar.
I am sure the ' marketer' would be prepared to give you FREE advice and not bill you for it.
Its frustrating but you can't get everyone.
Best of luck.
I don't have enough details on the third-party's responsibilities (how will their success be judged by the client?)
If part of their role lies in finding additional sponsors for the event, packing your station's spots as a well to deliver additional value beyond what the third-party can offer on their own could prove very valuable to them.
For instance, create a spec spot that promotes the event and your station's appearance -- but include space in the script to mention 2 or 3 sponsors of the event that were brought in by the third-party. They'll look like a big deal to their sponsors because their brands were mentioned on the radio, and the third-party will see specific value in how the client's ad schedule and appearance impacts the third-party's own bottom line by making it easier for him/her to build in traditional media spots into the event sponsor packages.
I would offer the 3rd party a trade sponsorship (a week flight promoting and the over-all the event, and naming your station as one of the sponsors) without a remote.
Then put together a schedule for the wine bar for cash and do your give away package either live on air or as a Facebook (providing the wine bar has a business Facebook page) tie-in. Have listeners like the wine bar and write on their wall why they want to win the package and for better chances to win have listeners like your station's facebook as well. Have your DJ pick the winner from Facebook and announce them on air.
I've done it before - it works great! Also, this gets you in the door with the 3 party promoter for next year's event - just get to him earlier and hopefully get a cash buy or tie your station in to the event in a bigger way. Good Luck!
